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The truth is I don't think actors should have to do anything but come in and act. I feel the film companies should pay for proper advertising to see that the movie will sell instead of putting it on our backs.

You spend so much to buy these media net stories or full page ads to build perception... you can rather save this money and put it in the making or marketing of the film.

I have to understand how we are going to market the movie. We view marketing as an extension of content creation... Every time a consumer sees our movie, in whatever form, our obligation is to entertain the audience.

So much of selling a film in the industry is about creating a fulcrum where all the pressure comes to bear, and something seems suddenly valuable and approved by an audience. It's amazing how people could pick up tons of films on the cheap, but they don't because they wait until everything is laid out for them.

I think, on a larger note, that filmmakers and studios should start to tuck it in a little bit, because films wouldn't have the pressure they have if the word wasn't out about how expensive they were.

I think filmmakers want their movies to be seen.

Unfortunately, overall, movies are a conglomerate. People buy and sell people in this business, which can get really ugly.

Marketing has supplanted story as the primary force behind the worthiness of making a film, and that's a very sad thing. It's film only as a function of consumerism rather than as an important component of our culture, and that's everywhere around the world.

The only way to ensure a film is going to sell is put Will Smith in it and you open it in 3,000 theaters and make sure we have all the top promotional spots in each venue.